Michael Humbani, Theuns Kotzé, Yolanda Jordaan,
This study investigates the predictors of consumers' attitudes towards SMS advertising. The results of the study provide empirical evidence that mobile SMS advertising is a bona fide and effective medium of communication for marketing purposes. The findings from a convenience sample of adults suggest that personalised infotainment of SMS advertising, fear of spamming and perceived knowledge are significant predictors of consumers' attitudes towards SMS advertising. The study shows that consumers ...
Tópico(s): Privacy, Security, and Data Protection
2015 - | Bestuursdinamika
Yolanda Jordaan, Theuns Kotzé, Hendrik Louw,
In South Africa, some of the bigger credit issuers operating in the direct marketing environment, specifically non-bank, personal finance companies, have complained that they are not seeing the return-on-investment they have come to expect from their direct mail campaigns, due to poor direct mail response rates. Low response rates have been encountered even though the market segment in which these companies are operating, has shown growing demand. With an increase in mailing costs and fierce competition ...
Tópico(s): Customer Service Quality and Loyalty
2004 - AOSIS | South African Journal of Business Management